W+K scores for Nike with Euro 2016 Ronaldo epic

Euro 2016 kicks off tonight and where’s there’s football there’s Nike Football – as someone else almost used to say.

So Wieden+Kennedy (a collaborative effort between various offices presumably) is back with its longest Nike commercial so far, featuring Cristiano Ronaldo unwittingly switching skill sets with an English ball boy. For a while anyway, while the great man gets back up to speed.

It’s good to have a story even if it’s essentially a structure to fit lots of go-go football action.

But Nike and W+K are the masters of this stuff and fans will love it. Well helmed by Rattling Stick’s Ringan Ledwidge, the go-to director for big ads these days. It’s closing on eight million YouTube views already. What’s a good tally for one of these? 100 million?

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.